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June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature. MORE
emphasising the importance of product positioning and outlining a battleplan-like methodology, showing how to fight fights you can win, turn competitor strengths to weaknesses, and how to justify why your product is the [.]. MORE
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A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. Four Essentials for a Useful Positioning Statement. Other Forms for Your Positioning Statement. MORE
Patrick Cuttica , the privately-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In MORE
Have you been thinking about changing your position because of the COVID-19 pandemic? PositioningMuch has been written about the need to adjust your marketing to take into the account the crisis. Be more empathetic, some suggest. Others say you need to change your message because what buyers are concerned about has changed. I say don’t […]. MORE
People in marketing, sales and even on our product teams could position products we hadn’t built yet and do it with remarkable clarity. We weren’t nearly as good positioning products we already had. If You’re Going to Position Products… I think the moral of the story is this, whether you have products or not. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. The post Is It Easier to Position Products You Haven’t Built Yet? MORE
Here’s an example of product positioning at its finest. Product knowledge is a big fat handicap when it comes to positioning value because it forces you to overthink everything. As product managers and product marketers, all you have to do is bring their vision of success to life with your positioning and you’ve got a winner. Here are seven common obstacles and a few simple remedies that’ll help you create great product positioning. MORE
In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging. Watch the Video Product positioning is one of those topics that Tom finds to be highly misunderstood in the marketplace. The post The Importance of Product Positioning appeared first on 280 Group Product Management. MORE
Product positioning is an important part of a product marketing strategy. Why does product positioning matter? Product Positioning is a core marketing tool that can help to convince potential buyers to select your product from the sea of other possibilities. Product positioning feeds into the development of marketing activities like the channels where it’s sold and the messaging you use to promote it. Product positioning should not be rushed. MORE
Sign up for The Art & Science of Positioning Solutions. Product Positioning Tip 5 of 7: Include Emotion. Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. Product Positioning Tip 2 of 7: Creating Headlines That Hook. Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation. You’ve surely experienced this scenario. MORE
Classic “elevator pitch” positioning statements aren’t ideal because they’re not conversational. Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds appeared first on Proficientz. Someone walks into your booth at a tradeshow and asks you for an overview of Product X. MORE
The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. Messaging Positioning positioning effectively positioning ruthlesslyThat sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Kerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […]. MORE
Positioning, while classically considered part of the marketing world, is absolutely essential for every product manager to understand. Positioning refers to the place that a brand occupies in the minds of customers and its perceived differentiation from its competitors. Positioning ultimately dictates the frame of reference that your customers leverage when evaluating your product. The most classic literature on positioning comes from Jack Trout's book, Differentiate or Die. MORE
But in the end, those deficiencies weren’t enough to sway your decision because all the positives together far outweighed a few things that weren’t ideal. That’s the beauty of positioning solutions. That’s the beauty of positioning solutions. You’re taking the focus away from each product and positioning your organization’s ability to make customers more successful than the competition at things that are critical to their business. MORE
Patrick Cuttica , the public-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In MORE
The Playbook : The #1 rule of positioning is that it has to reflect the customer’s mindset. Interesting, emotional and credible positioning is a delicate balance. Sign up for The Art & Science of Positioning Solutions. Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. Product Positioning Tip 2 of 7: Creating Headlines That Hook. MORE
Hence, every action should lead to positive impact. That means the goal of your company should maximize for positive impact. We talk to Divya Dhar an Exponent alumni, on her diverse journey from being a doctor to founding non-profits and most recently a stint in product management. Divya is currently PM at Google, working on Google Maps, specifically on its rideshare and delivery verticals. Q: How would you answer the “Tell me about yourself” question? MORE
Our product is very unique technically, but we’re having trouble positioning technical features in non-technical terms. The biggest mistake most people make when they try to position technical features is that they try to explain HOW they work. Positioning is 80% about WHO, WHAT & WHY. The post Positioning Technical Features to Sound Simple appeared first on Proficientz. In The Trenches Positioning & Sales Enablement MORE
And that market knowledge is the key to leading from a position of strength. If you’re ready for your product management and product marketing teams to start leading from a position of strength, request a personalized onsite workshop and learn how to structure both teams and make them more knowledgeable on your markets than all other disciplines combined. The post How Product Management & Product Marketing Lead From a Position of Strength appeared first on Proficientz. MORE
When I started my first business 6 years ago (which has miraculously survived until this day) I didn’t even have a clue what “market or product positioning or product positioning strategies” were. They fail to position themselves on the market clearly and instead of creating their own ‘blue ocean’ (if you haven’t read ‘The Blue Ocean Strategy’ – you should!) – and, as a result – often fail to sell a great product. MORE
Powerful product positioning usually boils down to the best story, which is not always the best product. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success. The post Powerful Product Positioning: Follow These Three Rules appeared first on Proficientz. Product Management Playbook Positioning & Sales Enablement MORE
The post I Took 1 Million Steps to Stay Positive Through Zoom Quarantine appeared first on Customer Success and Product Experience Software | Gainsight. Emmanuelle Skala is the SVP of Customer Success at Toast, and I respect the heck out of her. MORE
You want that differentiation to play a starring role in your product positioning. Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation appeared first on Proficientz. Your products do some great things that competitors can’t touch. Awesome! Here’s the tough part. Our default m.o. is to explain “how” it’s different. MORE
What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website. PositioningMany B2B software and technology marketers seem unaware of the critical role […]. MORE
April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. In this episode, sponsored by Amplitude , listen to learn about: * What positioning is. * MORE
Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. The Playbook : Your first step to the positioning promised land is creating “net it out” value themes, simple umbrella phrases that mirror the aspirations of your target customers. Sign up for The Art & Science of Positioning Solutions. Product Management Playbook Positioning & Sales Enablement MORE
Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. It turns positioning into messaging. Positioning is what we'll say; the messaging is how we'll say it. MORE
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position. MORE
Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 2 of 7: Creating Headlines That Hook appeared first on Proficientz. Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience. MORE
” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away. This is where good positioning pays huge dividends because your sales and marketing materials speak the buyer’s language before the issues have been formally discussed. Blog Positioning & Sales Enablement MORE
“ -That’s the feeling a positive facilitator has… Continue reading on ProductCoalition.com ». “Looks like this isn’t working. This sort of thing happens. I need to try something else.“ leadership software-engineering scrum project-management product-management MORE
April Dunford sat in the back of a marketing class at Northwestern University in Chicago, where her professor gave an example of a product positioning statement. ” It was then that April realized nobody knew how to answer the question or create a formal marketing positioning statement. MORE
The post The Surprising Benefits of Unconditional Positive Regard appeared first on Nir and Far. Motivation MORE
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If building products is hard, positioning your product is harder. No matter what you build and sell, how you position your product dictates what you do. How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. How do you position your product? The tone and the angle you use to position your product will depend on the market and the buyer’s state of mind you’ve surmised from steps 3 and 4. MORE
Positioning Related Topics Mind the Product
AUGUST 14, 2020
emphasising the importance of product positioning and outlining a battleplan-like methodology, showing how to fight fights you can win, turn competitor strengths to weaknesses, and how to justify why your product is the [.].
Nir Eyal
JULY 13, 2020
The post The Surprising Benefits of Unconditional Positive Regard appeared first on Nir and Far. Motivation
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Mind the Product
OCTOBER 11, 2019
If building products is hard, positioning your product is harder. No matter what you build and sell, how you position your product dictates what you do. How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. How do you position your product? The tone and the angle you use to position your product will depend on the market and the buyer’s state of mind you’ve surmised from steps 3 and 4.
Mind the Product
SEPTEMBER 1, 2020
April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. In this episode, sponsored by Amplitude , listen to learn about: * What positioning is. *
Advertiser: Skilljar
Whether you’re looking to kickstart or expand your customer education program, you need access to a budget. Learn how you can demonstrate the positive ROI of customer training and make the case for securing a larger budget in our latest eBook!
Proficientz
OCTOBER 10, 2019
Sign up for The Art & Science of Positioning Solutions. Product Positioning Tip 5 of 7: Include Emotion. Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. Product Positioning Tip 2 of 7: Creating Headlines That Hook. Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation. You’ve surely experienced this scenario.
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Proficientz
JANUARY 18, 2019
Powerful product positioning usually boils down to the best story, which is not always the best product. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success. The post Powerful Product Positioning: Follow These Three Rules appeared first on Proficientz. Product Management Playbook Positioning & Sales Enablement
Proficientz
DECEMBER 6, 2018
Our product is very unique technically, but we’re having trouble positioning technical features in non-technical terms. The biggest mistake most people make when they try to position technical features is that they try to explain HOW they work. Positioning is 80% about WHO, WHAT & WHY. The post Positioning Technical Features to Sound Simple appeared first on Proficientz. In The Trenches Positioning & Sales Enablement
Proficientz
SEPTEMBER 24, 2019
Here’s an example of product positioning at its finest. Product knowledge is a big fat handicap when it comes to positioning value because it forces you to overthink everything. As product managers and product marketers, all you have to do is bring their vision of success to life with your positioning and you’ve got a winner. Here are seven common obstacles and a few simple remedies that’ll help you create great product positioning.
Proficientz
OCTOBER 7, 2019
The Playbook : The #1 rule of positioning is that it has to reflect the customer’s mindset. Interesting, emotional and credible positioning is a delicate balance. Sign up for The Art & Science of Positioning Solutions. Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. Product Positioning Tip 2 of 7: Creating Headlines That Hook.
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To get the position right, you’ll need to do some research into the main user classes that make up your customer mix. In meetings, adjust the position of the dots. the feature positions in your Packaging Decision Framework, noting where on the value scale (x-axis) each feature falls.
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Actuation Consulting
FEBRUARY 25, 2019
A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. Four Essentials for a Useful Positioning Statement. Other Forms for Your Positioning Statement.
Proficientz
NOVEMBER 13, 2018
” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away. This is where good positioning pays huge dividends because your sales and marketing materials speak the buyer’s language before the issues have been formally discussed. Blog Positioning & Sales Enablement
Proficientz
MARCH 9, 2020
People in marketing, sales and even on our product teams could position products we hadn’t built yet and do it with remarkable clarity. We weren’t nearly as good positioning products we already had. If You’re Going to Position Products… I think the moral of the story is this, whether you have products or not. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. The post Is It Easier to Position Products You Haven’t Built Yet?
Pragmatic Marketing
MAY 31, 2018
June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature.
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positive ROI,” writes Anne Moxie in a Nucleus Research. Updating your application’s dashboards and reporting features. may feel optional—until suddenly it’s not. Watch for these 5 signs. that you’re at risk for an analytics emergency. Early Indicators. Your Embedded.
BrainMates
DECEMBER 2, 2019
Product positioning is an important part of a product marketing strategy. Why does product positioning matter? Product Positioning is a core marketing tool that can help to convince potential buyers to select your product from the sea of other possibilities. Product positioning feeds into the development of marketing activities like the channels where it’s sold and the messaging you use to promote it. Product positioning should not be rushed.
Sachin Rekhi
AUGUST 7, 2019
Positioning, while classically considered part of the marketing world, is absolutely essential for every product manager to understand. Positioning refers to the place that a brand occupies in the minds of customers and its perceived differentiation from its competitors. Positioning ultimately dictates the frame of reference that your customers leverage when evaluating your product. The most classic literature on positioning comes from Jack Trout's book, Differentiate or Die.
Proficientz
OCTOBER 14, 2019
But in the end, those deficiencies weren’t enough to sway your decision because all the positives together far outweighed a few things that weren’t ideal. That’s the beauty of positioning solutions. That’s the beauty of positioning solutions. You’re taking the focus away from each product and positioning your organization’s ability to make customers more successful than the competition at things that are critical to their business.
Proficientz
OCTOBER 3, 2019
Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. The Playbook : Your first step to the positioning promised land is creating “net it out” value themes, simple umbrella phrases that mirror the aspirations of your target customers. Sign up for The Art & Science of Positioning Solutions. Product Management Playbook Positioning & Sales Enablement
Speaker: April Dunford, Executive Consultant, Speaker, and Author
Positioning forms the foundation of a product's go-to market strategy. Your marketing plans, your sales strategy, your customer segmentation, your product roadmap - each of these uses positioning as an input. Yet as important as positioning is, it is deeply misunderstood. In this session, April Dunford is going to arm you with the tools you need to master positioning.
Pragmatic Marketing
JUNE 12, 2018
Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. It turns positioning into messaging. Positioning is what we'll say; the messaging is how we'll say it.
Messages that Matter
APRIL 23, 2018
The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. Messaging Positioning positioning effectively positioning ruthlesslyThat sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Kerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […].
The Product Coalition
FEBRUARY 29, 2020
“ -That’s the feeling a positive facilitator has… Continue reading on ProductCoalition.com ». “Looks like this isn’t working. This sort of thing happens. I need to try something else.“ leadership software-engineering scrum project-management product-management
Pragmatic Marketing
JUNE 19, 2018
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position.
Speaker: Richard Cheng, Associate Product Manager, Mark43
Tune in to this webinar to hear how Mark43 Product Manager Richard Cheng went about researching, prototyping, and iterating to deliver analytics and business intelligence tools to police departments, emergency call centers, and other public safety agencies, bringing Mark43 users a positive and effective product experience. Mark43 is on a mission to bring public safety data management into the 21st century.
Proficientz
OCTOBER 1, 2019
Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 2 of 7: Creating Headlines That Hook appeared first on Proficientz. Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience.
Userpilot
JULY 29, 2019
When I started my first business 6 years ago (which has miraculously survived until this day) I didn’t even have a clue what “market or product positioning or product positioning strategies” were. They fail to position themselves on the market clearly and instead of creating their own ‘blue ocean’ (if you haven’t read ‘The Blue Ocean Strategy’ – you should!) – and, as a result – often fail to sell a great product.
Messages that Matter
FEBRUARY 16, 2019
What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website. PositioningMany B2B software and technology marketers seem unaware of the critical role […].
Gainsight
OCTOBER 5, 2020
April Dunford sat in the back of a marketing class at Northwestern University in Chicago, where her professor gave an example of a product positioning statement. ” It was then that April realized nobody knew how to answer the question or create a formal marketing positioning statement.
Advertiser: BairesDev
AI is quickly becoming mainstream, thanks to its value-driving capabilities. Yet, even with such widespread attention, it still is one of the most misunderstood technologies out there. Here's how to make the most out of it and bring a positive change to your company.
Proficientz
SEPTEMBER 30, 2019
You want that differentiation to play a starring role in your product positioning. Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation appeared first on Proficientz. Your products do some great things that competitors can’t touch. Awesome! Here’s the tough part. Our default m.o. is to explain “how” it’s different.
Pragmatic Marketing
DECEMBER 20, 2019
Patrick Cuttica , the public-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In
Pragmatic Marketing
DECEMBER 20, 2019
Patrick Cuttica , the privately-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In
Proficientz
OCTOBER 2, 2019
Classic “elevator pitch” positioning statements aren’t ideal because they’re not conversational. Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds appeared first on Proficientz. Someone walks into your booth at a tradeshow and asks you for an overview of Product X.
Speaker: Ashley Carroll, Partner, Social Capital
In this session, we’ll look beyond revenue as the primary metric in product analytics. What other metrics are applicable as your north-star, and how do you establish reliable data sources? By taking an experimental approach to your KPIs, you’ll establish more useful analytics that reduce churn in the long term.
Messages that Matter
JUNE 1, 2020
Have you been thinking about changing your position because of the COVID-19 pandemic? PositioningMuch has been written about the need to adjust your marketing to take into the account the crisis. Be more empathetic, some suggest. Others say you need to change your message because what buyers are concerned about has changed. I say don’t […].
Proficientz
OCTOBER 28, 2019
And that market knowledge is the key to leading from a position of strength. If you’re ready for your product management and product marketing teams to start leading from a position of strength, request a personalized onsite workshop and learn how to structure both teams and make them more knowledgeable on your markets than all other disciplines combined. The post How Product Management & Product Marketing Lead From a Position of Strength appeared first on Proficientz.
PMLesson's Ace the PM Interview
FEBRUARY 1, 2020
Hence, every action should lead to positive impact. That means the goal of your company should maximize for positive impact. We talk to Divya Dhar an Exponent alumni, on her diverse journey from being a doctor to founding non-profits and most recently a stint in product management. Divya is currently PM at Google, working on Google Maps, specifically on its rideshare and delivery verticals. Q: How would you answer the “Tell me about yourself” question?
Gainsight
SEPTEMBER 17, 2020
The post I Took 1 Million Steps to Stay Positive Through Zoom Quarantine appeared first on Customer Success and Product Experience Software | Gainsight. Emmanuelle Skala is the SVP of Customer Success at Toast, and I respect the heck out of her.
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